Using Deep Culturalization for Global Success
Track: Global Business | GB4 |
Wednesday, November 2, 2022, 4:15pm – 5:00pm
Held in: Carmel
Presenters:
Taki Kurisawa - Crestec USA
Rain Lau - Workday
Jun Shim - Adobe
Akira Takabayashi - Crestec
Moderator: Iti Sahai
Culturalization could have many meanings depending on the need of the business. It could be a consideration of when we do localization — what is culturally appropriate vs what could be offensive? Also, how can we touch the audience’s heart? Touching the audiences’ heart is the most crucial for the success of marketing and entertainment like video games, television, and movies. However it could also be creating products, services, and content that are geared toward local audiences. Culturalization is then making the product experience and user journey as native as possible for the user. Alternatively, it addresses the emotional challenges of local customers. Deep culturalization etches brand impressions deep inside local customers’ minds. In this session, we will explore the concept of deep culturalization from the unique views of our panelists.